Bloom Resorts

After acquiring 13 outdoor resorts in Ontario from Sun Communities, 23:32 Capital needed a name and brand identity that could stand apart from the previous ownership while uniting a vibrant collection of destinations. The challenge was creating something powerful enough to stand alone, yet flexible enough to celebrate the individuality of each resort.

We started with strategic brand positioning and developed a naming architecture that gave structure to the entire collection. We landed on Bloom Resorts, a name that captured the essence of nature, growth, and the promise of something new. From there, we crafted a complete visual identity rooted in Ontario’s natural landscape. The colour palette of Stone, Navy, Golden Hour, Eggshell, Sky, Olive, and White was used to evoke the serene, elevated experience guests can expect across all Bloom Resorts locations.

The rebrand extended across every touchpoint. We designed and developed a new website that serves as the digital gateway to the Bloom Resorts experience, balancing the collection’s unified story with each resort’s unique offerings. From packaging design to trade show collateral and ongoing social and digital content, every element was designed to create a seamless guest journey.

In the end, a robust brand system that was created to position Bloom Resorts as Ontario’s best outdoor resort destination with one voice, thirteen distinct experiences, and a cohesive identity that elevates every moment of the guest experience.